KEEP READING by Ogilvy & Mather Mexico for Gandhi Bookstores

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KEEP READING

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Industry Book store
Media Direct marketing
Market Mexico
Agency Ogilvy & Mather Mexico
Associate Creative Director Alejandro Gama, Vanessa Trueba
Creative Director Paola Figueroa, Carlos Holcombe, Ivan Gonzalez
Art Director Edson Gonzalez, Enrique Carazo
Copywriter Federico Sañudo, Adolfo Juarez, Sergio Almazan, Orlando Lopez, Osiel Diaz
Account Supervisor Maria Del Pilar Troconis
Released December 2011

Credits & Description

Category: Direct Response Digital: Websites, Microsites & Banners
Advertiser: GANDHI BOOKSTORES
Product/Service: GANDHI BOOKSTORES
Agency: OGILVY MEXICO
Vice President Of Creative Services: José Montalvo (Ogilvy México)
Vice President Of Creative Services: Miguel Ángel Ruiz (Ogilvy México)
Creative Director: Paola Figueroa (Ogilvy México)
Creative Director: Carlos Holcombe (Ogilvy México)
Creative Director: Ivan Gonzalez (Ogilvy México)
Associate Creative Director: Alejandro Gama (Ogilvy México)
Art Director: Edson Gonzalez (Ogilvy México)
Art Director: Enrique Carazo (Ogilvy México)
Copywriter: Osiel Diaz (Ogilvy México)
Copywriter: Adolfo Juarez (Ogilvy México)
Motion Graphics: Rafael Carballo (Ogilvy México)
Front-end Developer: Adrian Perez (Ogilvy Mexico)
Project Manager: Gerardo Samano (Ogilvy Mexico)
Associate Creative Director: Vanessa Trueba (Ogilvy Mexico)
Copywriter: Federico Sañudo (Ogilvy Mexico)
Copywriter: Sergio Almazan (Ogilvy Mexico)
Copywriter: Orlando Lopez (Ogilvy Mexico)
Account Supervisor: Maria del Pilar Troconis (Ogilvy Mexico)
Account Executive: Nancy Garduño (Ogilvy Mexico)
Media placement: Online Banner - Masaryk.tv - 27 April 2012

Describe the brief/objective of the direct campaign.
For more than 10 years, Gandhi Bookstores' strategy has been to make people read, especially in a country where people don't have a reading habit. The objective of this campaign was to keep on promoting reading and to make existing and new customers remember Gandhi Bookstores as their first option –either their physical stores or their online store– when purchasing their next book.

Describe the creative solution to the brief/objective with reference to the projected response rates and desired outcome.
We developed a rich media banner where users would need to interact with it, reading out loud, only to discover how reading can be rewarding. The more you read, the better the reward. One page read, 5% discount. Two pages read, 10% discount. Three pages read, 15% discount for their next purchase in Gandhi Bookstores.

Explain why the creative execution was relevant to the product or service.
Since Gandhi has always been pushing to make Mexicans read, this was a clear example of how rewarding reading can be, especially if you purchase your books at Gandhi Bookstores. Also the idea was completely in line with their strategy; we actually made people read, and gave them a delight for it. Also, impact was needed through creativity due to a lack of budget.

Describe the results in as much detail as possible with particular reference to the RESPONSE of the target audience including deliverability statistics, response rates, click throughs, sales cost per response, relationships built and overall return on investment.
Since reading isn’t quite big in Mexico, Gandhi usually doesn’t have big budgets, they rely on creativity and impact. The banner was published on a well-known culture & entertainment portal in Mexico, Mazaryk.tv, with a low investment. But thanks to the creativity, and the rewards, the impact was the following:

Impressions: 12,000
Click Rate: 3.56%
Redeemed Coupons up to now: 8%

And a plus was that we actually got more people into Gandhi’s customer database.